Celebs and influencers barred from gambling endorsements in Kenya
In a bold regulatory shake-up, Kenya’s betting watchdog clamps down on celebrity-fuelled gambling ads, tightening rules to protect vulnerable citizens.
Kenya.- The glitz and glam of celebrity-backed gambling promotions has been officially shut down in Kenya. In a sweeping crackdown, the Betting Control and Licensing Board (BCLB) has outlawed the use of celebrities, influencers and content creators in endorsing or promoting gambling activities – effective immediately.
The move comes hot on the heels of the government lifting a 30-day suspension on gambling ads across media platforms. The pause was meant to give regulators time to realign advertising standards, and this latest directive is the thunderclap many in the industry feared.
Issued on May 29, the new BCLB notice outlines a barrage of advertising restrictions, all aimed at enforcing responsible gambling and shielding minors and other vulnerable groups from potentially harmful exposure.
The notice states that “all gambling advertisements must be submitted to BCLB for approval and thereafter forwarded to the Kenya Film Classification Board (KFCB) for classification before being distributed or exhibited.”
This isn’t just a content clean-up, it’s a total image overhaul. Gambling ads are now forbidden from featuring any form of celebrity association, glamour, or suggestions that betting is a legitimate path to wealth or social status. That means no more star-studded jingles or viral influencer content flashing betting brands across social media.
And for creators and celebrities who’ve ridden the betting wave for big paydays, the announcement is a sobering one. Their partnership options with betting operators have evaporated overnight.
Media houses, too, are now under strict orders to vet every gambling ad through BCLB and KFCB pipelines. They must also comply with the upcoming Code of Conduct for Media Practices, 2025. Ads near schools, churches, malls, or playgrounds are now explicitly banned.
Authorised by BCLB
Further requirements include listing the operator’s BCLB licence number, prominently displaying responsible gambling messages, full business addresses, customer care numbers and a mandatory tagline: “Authorised and regulated by the Betting Control and Licensing Board“.
The tougher rules reflect growing alarm over Kenya’s youth increasingly drawn into the gambling vortex, spurred by rising internet penetration and unrestricted online access.
With this regulatory firepower, the BCLB is sending a clear message: gambling in Kenya is no longer in the hands of fame, it’s now firmly in the grip of law.
